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Brand Glossary
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Rational Consumer

The tendency for consumers to act in their own perceived self-interest.
See: Negative Demand

Re-Brand Strategy

A comprehensive change in an organization’s strategic direction based on opportunities presented by changing market conditions, or product/service development altering the organization’s business strategy. Changes made to the brand identity should be directly promotional to the degree of change made to the brands strategic course of direction.


Reintroducing a brand, product or service into a specific market. The term implies that the company has previously marketed the product but stopped marketing it. A relaunched offering has usually been technically modified or rebranded/repositioned.


A strategy that aims to enhance the value of an offering by shifting the key differentiators in an effort to change customers’ perceptions of an existing brand, product or service.

Retention Brand Approach

Brand efforts focused on retaining current customers.

Return on Investment (ROI)

The ratio of money gained or lost on an investment to the amount of money invested. The amount of money gained or lost may be referred to as interest, profit/loss, gain/loss, or net income/loss. The money invested may be referred to as the asset, capital, principal, or the cost basis of the investment.


A secondary support logo (symbol).


A Japanese approval system where all parties sign a plan of action. By signing the strategy document participants make a pledge to uphold the goals and objectives outlined in that document. A Ringi ensures that all parties are “on the same page.” (e.g., The U.S. Declaration of Independence follows the rules and guidelines of a Ringi.)


The process by which a company introduces a new product and/or service is launched on a region by region basis as opposed to a national introduction—intended to mitigate risk and reduce investment.